A Brand Is Simply Trust.

We're Just Enthusiastic About What We Do.

Our Goal Is To Make The Best Devices In The World, Not To Be The Biggest.

The Cure For Apple Is Not Cost-cutting. The Cure For Apple Is To Innovate Its Way Out Of Its Current Predicament.

I Thought Deeply About This. I Ended Up Concluding That The Worst Thing That Could Possibly Happen As We Get Big And As We Get A Little More Influence In The World Is If We Change Our Core Values And Start Letting It Slide, I Can't Do That. I'd Rather Quit.

What Had Been The Focus Of My Entire Adult Life Was Gone, And It Was Devastating. I Didn't Really Know What To Do For A Few Months. I Felt That I Had Let The Previous Generation Of Entrepreneurs Down. I Was A Very Public Failure.